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My team at ParadigmNEXT is always looking for new ways to engage customers and has always enjoyed the spoils of targeted outreach via LinkedIn. It’s no surprise that mainstream businesses are taking notice. With the new user interface and added functionality to filter results, the professional platform now offers major benefits not to be ignored by today’s B2B marketers.

LinkedIn has been around since 2003, even before the launch of Facebook and Twitter, which means it is one of the oldest social networks still around today. The 15-year-old social network is now utilized by 92% of B2B marketers, more than any other social media platform. As Twitter and Facebook fall behind as channels for B2B marketing strategy, now more than ever, companies are taking advantage of all that LinkedIn has to offer.

Take a look at these six ways to keep up with the trend and make the most out of effectively marketing and branding your company on LinkedIn.

1. Stay Active

Before you can benefit from the potential that LinkedIn offers, make sure your company account conveys information that is accurate and consistent with other social media sites as well as your company’s website.

Ensure that you maintain an online presence by regularly posting updates and new content relevant to your firm, as this will build the trust of those who visit your page, even more so than the ads your company may place. Share new and original content periodically, but do not hesitate to share the news of other relevant companies’ successes as well, as long as this does not make up more than one-quarter of your company’s overall activity.

Lastly, remember to recognize other LinkedIn members for interacting with your company’s content. Be sure to like posts sharing your content and respond to comments on posts while maintaining the voice of the company.

2. Tell A Story

Don’t forget that marketing on this online channel means that you have the opportunity to tell your company story. Go beyond who you are and what you do, and delve into why you do it and what you believe.

Create an experience with native videos on your company page, an engaging icon and cover photo, and a brief and refreshing company bio. Keep in mind that LinkedIn page text will also show up through organic search, so make sure to optimize the first 156 characters -- a recommendation straight from the company -- in your “About Us” section so that Google can hook your audience from the very beginning.

3. Utilize The Campaign Manager

Once your page is up and running, one of the fastest ways to build your company’s engagement is by leveraging LinkedIn’s Campaign Manager. The tool allows you to use the native videos on your company page to create sponsored content seamlessly and target individuals by segments, such as company, job title, seniority and more.

Try to stay away from videos that scream “advertisement.” Instead, focus on concepts that showcase your brand, like a one-to-one interview with the CEO or a simple animation about your company’s history. As more videos are posted, you will get a feel for which ones are best received and how to tailor them towards an ad campaign.

If you prefer something with less maintenance, text ads require only an image and ad copy to go live, but keep your target audience in mind to keep it relevant on the LinkedIn platform.

4. Humanize Your Company

LinkedIn is a great resource for increasing visibility, as the social network thrives on nurturing connections. Put a face behind your company’s logo, and join a group relevant to your industry while encouraging your employees to do the same.

Seek to join groups where the content is interesting to you as an audience member as well as ones where it is relevant to project to that same audience as a representative of your company. Follow discussion threads that pique your interest, offer your own perspectives and try starting your own conversations.

Groups are a way to meet other industry professionals and generate meaningful discussions, so remember that people want to listen to you, not your company -- save the sales pitch for the sponsored content.

5. Implement The Tactics

When you’ve grounded the foundations for your company on LinkedIn, it’s time to hone in on your tactics. Get specific with your marketing plan, and create a schedule outlining all the details regarding each post. Prepare your five W's: who to tag, what to say in the character limit, when and which day to post, where it shows up (company page, advertisement, etc.), and why the content is relevant.

6. Get Trending!

With the advent of LinkedIn’s Trending Storylines, the ability to drive visibility through social media is now easier than ever. Even though Trending Storylines runs on hashtags like most other social networks, the value is much greater for companies using the B2B social network, making it even more important than any other social platform. Why? Because not only can you add your own thoughts to current stories with the hashtag, but you can see how others within your professional network respond and react to your insight.

Continue to use hashtags in your company posts to keep your news afloat, and you just might see your logo in the next curated storyline!

With more than 18 million companies now using LinkedIn, according to the networking site, it is no longer a time for B2B marketers to overlook the potential that the social media giant can provide for them. With these six tips, you have the ability to build and improve your company’s network, emphasize your brand and its values, and create greater lasting engagement with the right people as we prepare for what’s next to come.